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SPONSOR-SCOPE continued
Still another clue to the strides being made by radio: F&S&R this week snagged the 8500,000 Silversmiths Guild account with an idea huilt around the use of radio exclusively.
Nine other agencies had been invited to bid for this brand new account.
The last remnant of the Fat Weaver programing executive team departs from NBC TV this month.
Mike Dann, v. p., in charge of sales is going with Henry Jafl'e. who produces the Dinah Shore Show, and Tom McAvity, who once held an executive v. p. title for programing, is joining McCann-Erickson.
SPONSOR-SCOPE's roving correspondent this week reported these highlights from an on-the-spot survey of advertising and marketing in Mexico:
• Ad billings now are up to 600 million pesos, or five-fold what they were less than a decade ago. (The peso averages about 10-12 to the U.S. dollar.)
• Over 65% of all consumer ad money goes to radio and about 8% to tv.
• Since the Mexican mountains make the use of coaxial cable impossible, live programs are relayed via stations located atop the peaks.
• Interviewers for the IRS rating service have learned the hard way not to spot-check homes after 10 p.m. Several were mistaken for prowlers and shot or stabbed before they could identify themselves. The percentage of Mexican telephone homes is small.
• One of Mexican tv's top spenders is Lovable Brassieres — around 240,000 pesos, which is equivalent, says Emilio Azcarragan, Mexico's "Mr. Radio-Tv". to a U.S. budget of $5 million.
• Those wholesale cutbacks in tv production personnel among major agencies
that you're hearing about can be traced largely to an effort to balance off costs with billings so that the medium pays off.
For these agencies — one of them is dropping as many as 60 tv people in New York and Hollywood — the letouts reflect a problem that's getting more acute each year: Keeping the supervisory and creative costs from outreaching increased tv billings.
Here is the statistical ammunition which NBC TV devised with the help of
Nielsen data to get Kraft to renew its contract for four weekly daytime quarter-hours this week.
The figures (dealing with advertising tonnage, costs, and efficiency) are for a fourweek period:
KRAFT THEATRE KRAFT DAYTIME BOTH
Cumulative Rating 46.8 38.5 61.7
Cumulative Homes (Undup.) 18,392,000 15.130,000 24,248,000
Gross Homes 38,623.000 49.929,000 88,552,000
Commercial Minutes 24 48 72
Commercial Impressions 189,000,000 145,000,000 334,000,000
Total Costs (Time-Talent) $464,000 $154,000 $618,000
Cost-per-1000 $2.46 $1.06 $1.85
For other news coverage in this issue, see Newsmaker of the Week, page 7: Film-scope, page 85; Spot Buys, page 96; News and Idea Wrap-Up, page 89; Washington Week, page 99; sponsor Hears, page 86; and Tv and Radio Newsmakers, page 108.
12 SPONSOR • 2 NOVEMBER 1957